Consumer behavior and technology change at lightening speed, and so do marketing tactics as marketers strive to keep up.
What's changed? Well, everything: the internet, mobile phones, social media. People think differently, shop differently, and respond to brands differently than in the old school days of marketing. While some of the 4 P's characteristics remain staples in marketing planning, there are many more considerations for today's digital marketer.
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| This blog post is brought to you by the letter P! |
The basic marketing principles taught by college professors have traditionally been the classic textbook Marketing Mix, also known as the 4 P's: Product, Price, Placement, and Promotion. What are you selling? How much are people willing to pay? Where is your store located? How are you getting the word out?
Here are the *NEW* 4 P's of Marketing to add to the Mix:
Personality
Every brand has a personality, just as its customers do. The magic marketing mix here is adjusting your brand's personality to fit your customer profile or persona groups.
- What is your brand's voice in online conversations and in 140 characters at a time on Twitter?
- How does the look and feel of your brand translate in not just print or on your website, but in all of your collective YouTube videos or instagram and pinterest images?
- What is your writing style in social media status updates and blogs? Is it serious, funny, informative, educated, child-like and playful?
- What are your brand guidelines in digital? Is your brand consistent in email, web, and across all social networks?
